Let's Answer Your Questions
🔎
Social Media Planning & Strategy FAQ
Being successful on social media; It is not about "posting whenever you have the opportunity", but about establishing a system based on clear KPIs, in the right channels, with the right content categories and the right campaign setups. Especially on the hotel and tourism side, wrong channel selection, disorganized strategy and unmeasurable targets; It causes waste of both time and budget.
This FAQ page; It brings together the most frequently asked questions about Social Media Planning & Strategy: • Which channels should I be present on? • How should I prepare a monthly plan? • How do content, advertising and campaign plan connect? • How should I define and track my KPIs?
The goal is “what will we share and when?” To end the chaos and create a measurable, repeatable social media strategy framework for hotels and brands.
Brief Summary
Social media planning & strategy; Instead of "sharing whenever we want", it is to establish a measurable system based on clear KPIs, with the right content categories and campaign setups on the right channels. On the hotel and tourism side, wrong channel selection, scattered messages and unmeasurable targets lead to waste of both time and budget. A healthy strategy; It combines channel roles (IG core, FB support, TikTok discovery, YouTube deep narrative), content columns (room/facility, destination, gastronomy, guest experience, campaign, behind the scenes), 30-day planning logic and content-advertising-campaign integration in a single calendar. Aim; “What will we share and when?” It is to end the chaos and create a living strategy document that makes regular optimization with a repeatable calendar + KPI set.
Brief Summary
This FAQ; It clarifies which channels you should be on, how to set up a 30-day plan, how to define and track content-advertising-campaign connection and KPIs.
Sample Queries
- “How to prepare a social media strategy for the hotel?”
- “Which social media channels should I be present on?”
- “How to make a 30-day social media plan?”
- “How do I connect the content plan and the advertising campaign?”
- “How to set and track social media KPIs?”
Social Media Strategy Overview
What exactly is social media strategy?⌄
Social media strategy; It is the framework that defines who the brand is, which markets and segments it appeals to, what content and campaign language it will use in which channels, and which KPIs will measure these. So:
“To whom, where, what do we tell, how often and why?”
It is a plan that answers your questions clearly.
Why is social media planning necessary? Isn't "spontaneous sharing" enough?⌄
Just "sharing what comes to our mind at that moment" may be fun in the short term, but:
• Brand tone and message are dispersed,
• Season/campaign periods are missed,
• Content repetitions increase,
• Coordination within the team is lost.
Planning; It allows us to keep the content spontaneous and the content system controlled.
What do brands lose without a social media strategy?⌄
• Appears with a different “character” on each platform,
• Budget and time flow into the wrong channels,
• The cost of content production increases and the return remains uncertain,
• The true impact of social media on the booking/sales side is immeasurable.
In the long run, social media turns into a crowded activity that is done just to "exist", rather than a managed channel.
Why is social media strategy extra important for hotels and tourism brands?⌄
Because potential guests:
• Sees you on OTA,
• Searches on Google,
• then he goes on social media and wants to see the “real” hotel.
In accounts without a strategy; Since the concept, room, destination, service and comment language are not well-established, the guest either remains indecisive or turns to the competitor's better managed social media account.
Should the social media strategy be a one-off or a living document?⌄
The strategy provides a 12–18 month horizon; but:
• season,
• platform algorithm,
• target markets
As it changes, it should be reviewed and updated every 3–6 months. In other words, it is not a static document, but a constantly living document.
Which channels should be included in the strategy?⌄
This varies by brand, but the typical structure for hotel & tourism is:
• Instagram (core channel)
• Facebook (especially for the domestic market and some countries)
• TikTok (young and discovery-oriented audience)
• YouTube (longer format promotional videos)
LinkedIn can be added in hotels with strong B2B and collaboration sides. “Every channel” is not necessary for every brand.
Short Questions
What exactly is social media strategy?
It is the framework that defines on which channels, with which content categories, in what tone and frequency it will be shared, and with which KPIs it will be measured.
On which channels should I be present for my hotel?
Usually Instagram + Facebook is the core; Depending on the target market, a structure supported by TikTok and YouTube is the healthiest combination for hotels.
How to prepare a 30-day social media plan?
It starts with a simple but clear calendar that first writes down the themes of the month (campaign, season, events) and distributes them into weekly content categories and formats.
How should I determine my KPIs?
You must first define the business goal (brand awareness, booking, community, etc.) and select 3–5 core metrics (reach, interaction, link clicks, DM, booking, etc.) that serve this goal.
How do I link campaign, content and advertising plan?
Campaign goal → content categories and messages → advertising targeting and budget distribution should be designed in order; All must appear on the same calendar.
Who is social media planning & strategy suitable for?
Mainly hotel & tourism; It is suitable for all brands that want to generate brand awareness, demand and trust from social media.
Service Scope: Channel Selection, Content Strategy, Campaign Setups
What does your social media planning & strategy service include?+
• Channel selection (which channel, which role),
• target audience and market segmentation,
• content categories and content architecture,
• monthly content and campaign plan,
• KPI set and reporting framework,
• advertising and content integration,
• Guideline for tone and visual language.
What criteria do you look at when choosing a channel?+
• target markets (country, age, income),
• sector and product/service type,
• status of existing accounts,
• content fit (which format is better explained where?),
• team capacity (how many channels can be managed?).
Then the “role” and “priority” are defined for each channel.
Why is the concept of "category" important in content strategy?+
The category is for “not redeciding every day.” For example for hotel:
• room & facility,
• destination,
• gastronomy,
• guest experience,
• campaign,
• team & behind the scenes,
Fixed columns are determined such as; The monthly plan is filled in these columns.
How do campaign setups connect to social media strategy?+
The campaign is not a stand-alone poster;
• teaser contents,
• announcement post/reels/story,
• reminder contents,
• closing and conclusion contents
It is planned with. This structure connects to the same strategy on both the organic and advertising sides.
What should be in the annual social media strategy for the hotel?+
• season plan (early booking, high season, low season),
• market targets (domestic market, foreign market, new markets),
• concept emphasis (family, adults-only, luxury etc.),
• main campaigns and promotional periods,
• content and advertising integration calendar.
How is the strategy different for lifestyle brands?+
It is not focused on “location & service” like a hotel;
• style,
• story,
• community,
• trend compliance
is in the foreground. This changes the content categories and tone design.
How should social media strategy and brand strategy be aligned?+
Brand values, positioning, target segments and long-term goals; It should be included directly in the introduction part of the social media strategy. Content produced on the platforms should not behave "as if it were another brand".
Where do “se tone” and “visual language” fit into social media strategy?+
Both are the basic building blocks of strategy:
• se tone → text, caption, DM, crisis management,
• Visual language → layout, color, font, photo/video style.
Unless these two are clearly defined, content production and planning will seem disorganized.
Detailed Process & Operation
What do you analyze before starting a social media strategy project?+
• existing accounts and performance (reach, engagement, community),
• content types and frequency,
• rival and benchmark brands,
• target market and segments (country, age, area of interest),
• current campaign and budget structure,
• Integration with web & reservation infrastructure.
How to prepare a 30-day social media plan?+
1. Month's goals (brand, campaign, sales),
2. proportions of content categories (e.g. 30% concept, 30% destination, 20% gastronomy, 20% campaign),
3. format distribution (post, reels, story),
4th day – topic matching,
5. Listing draft text and visual/video needs.
What does the annual social media strategy document contain?+
• goals and KPIs,
• channels and their roles,
• market/segment priorities,
• content categories and sample post types,
• campaign calendar,
• reporting and optimization mechanism.
Who should approve the social media strategy?+
• brand owner / GM,
• marketing manager,
• sales and revenue management if necessary,
• SMM lead on agency side.
Strategy; It is a document that not only the social media specialist but also all relevant units should own.
How should strategy be shared between content production and advertising teams?+
• Strategy: sets goals and framework,
• Content: produces creative within this framework,
• Advertising: carries these contents to the right audiences with the right budget.
They should all be aligned with the same calendar and set of KPIs.
Should SEO and the web side be taken into consideration when preparing a social media strategy?+
Yes. Many contents to be produced on social media are linked to the web and blog side (guides, campaign pages, etc.). SEO and web priorities should also be reflected in the content & campaign plan.
Should the strategy document be long or short?+
To be applicable, it should be short but clear:
• 10–20 pages,
• not unnecessary theory; involving brand-specific decisions,
• a format that anyone can read and understand.
Very long, theoretical documents often remain on the shelf.
How should strategy changes be managed?+
• major pivots (new market, new channel, rebranding): revision of the document,
• minor optimizations (KPI tweak, small campaign addition): monthly/quarterly revision notes.
The important thing is; changes are noted and can be associated with future reports.
Performance & Reporting
How to measure the success of a social media strategy?+
According to the goals you set in the strategy:
• brand goals → reach, follower quality, brand search volume,
• engagement targets → engagement rate, save/share, DM,
• sales/booking targets → link clicks, site sessions, remarketing performance, direct sales contribution.
How should SMM KPIs be determined?+
3–5 main KPIs should be selected first:
• 1–2 brand/target audience KPIs,
• 1–2 interaction KPIs,
• 1–2 business KPIs (clicks, leads, bookings, etc.).
The target, time period and responsible person should be defined for each KPI.
What should be in the strategy-focused SMM report?+
• summary KPIs of the month (target vs actual),
• channel based performance,
• content category/format based performance,
• campaign & advertising results,
• proposed changes for the next month.
How does social media strategy tie into media budget?+
• brand/target audience growth activities → higher funnel focused budget,
• sales/reservation focused activities → performance campaigns.
The organic vs. advertising role should be defined for each channel and content category in the strategy document.
When to pivot on an underperforming strategy?+
• KPIs remain significantly below target for 3–6 months,
• emergence of new market or channel needs,
• radical changes in competition and user behavior
In this case, it may be necessary to review the strategy more radically.
Productive Search & Industry-Focused Strategy Questions
How should the social media strategy be designed for hotels in Turkey?+
• distinction between domestic market (TR) and foreign market (DE, UK, RU etc.),
• destination based content and campaigns,
• Messages compatible with OTA-web-call center balance,
• Content themes that change according to season (early booking, season, low season).
Is a special SMM plan required for tourism regions (Antalya, Belek, Kemer, Side, Bodrum, Alanya)?+
Yes. In these regions:
• busy season and short decision time,
• multinational guest profile,
• destination competition
Therefore, intra-destination differentiation and market-based content & advertising strategies are essential.
What is the main difference in social media strategy for lifestyle brands?+
It is not focused on “product & location” like a hotel; It focuses on emotion, style and community. KPIs are accordingly; It is positioned on the side of community, interaction and brand collaborations.
How should social media strategy be positioned for e-commerce brands?+
• product focused content + UGC,
• campaign and discount periods,
• influencer & affiliate integration,
• social channel → site → sales funnel.
SMM KPIs should be reported through sales and basket.
What should the social media strategy be like for B2B / corporate brands?+
• LinkedIn and thought leadership content,
• case study, webinar, whitepaper, event contents,
• lead-focused campaigns.
Here, qualified leads and relationships are prioritized rather than interaction.
Mini Social Media Planning & Strategy FAQ
Do I have to be present on all channels?+
No; It is better to deepen in 2-3 channels chosen according to your target market and resources, than to disperse in 6-7 channels.
Is it right to change strategy every month?+
No; The strategy should be tested for 3–6 months and supported with small optimizations; It should be radically revised only in case of major changes.
Is it right to determine SMM KPIs only based on the number of followers?+
Number of followers alone is not an indicator of success; It should be supported by metrics such as interaction, clicks, leads/reservations.
Only organic, no advertising; Is this strategically sufficient?+
Yes, up to a point; But advertising and strategic campaigns are inevitable for rapid growth and new markets.
Just advertising, no organic content; does this work too?+
In the short term, yes; But if the user sees a poor feed when they enter your profile, trust and premium perception will be damaged.
Do I have to share the strategy document with the team?+
Absolutely yes; All teams should know the same road map so that content, advertising and community management all go in the same direction.
How detailed should I detail the content calendar in the strategy?+
Instead of micromanaging every day; It is sufficient to provide clarity on the basis of category, format and theme. Details can become clear in daily planning.
Is social media strategy and brand identity kit (brandbook) related?+
Yes; Visual language, colors, logo usage, typography and tone are the basic inputs of social media strategy.
Does it make sense to take on content production without a strategy?+
Content can be produced in the short term, but the question "what does it serve" in the medium-long term remains unanswered; There must be a frame on top.
Can I get social media planning & strategy service once?+
Yes; It is possible to prepare a strategy + calendar + guideline once and have the implementation carried out by internal teams. For regular revision, periodic consultancy may be preferred.
Collaboration and Actionable Questions for Social Media Planning & Strategy
How can I get a quote for Social Media Planning & Strategy with DGTLFACE?+
• your brand type (hotel, lifestyle, F&B, e-commerce, etc.),
• your target markets (country/language),
• your existing social media accounts,
• your current situation (no strategy, disorganized, only content production, etc.),
• your short-medium term social media goals (awareness, bookings, community, etc.).
All you have to do is share a short brief that summarizes the content. With this information, a social media strategy roadmap and proposal including scope, duration and budget are prepared.
What does the call to “consult with an expert” mean on the strategy side?+
This meeting;
• which channels you should be on,
• which content categories you should use,
• Your KPI set,
• your content + advertising integration model
It is the first strategy session to get clear answers to questions specific to your brand.
Which pages should I review after the Social Media Planning & Strategy FAQ?+
• Social Media Management → /Services/smm
• Content Production → /tr/smm/content-production
• Reels & Video → /tr/smm/reels-video
• Social Media Ads → /tr/smm/social-media-ads
• Analysis & Reporting → /tr/smm/analysis-reporting
• Hotel Digital Marketing → /tr/otel-digital-marketing